A touchpoint is every element a customer touches when they come into contact with your business – from a sign on your building, to your listing on Google, to the way you answer the phone. Every touchpoint makes an impression about who you are, what you do and how you do it. Why would you not want to make the RIGHT impression every time?
Every touchpoint that is between you and your potential customer/client needs to tell the truth about what your business does, how you do it and whether you can offer a solution to their problem. And it needs to make you stand out in the marketplace you operate in, to attract the right customers, to solve their problems and tell them clearly how you intend to do that.
If your branding evolves on the cheap or by accident – maybe with a daggy logo you bought 15 years ago, cheap and nasty business cards, signage that looks tatty and unloved or a website your cousin Jimmy built on the cheap – are you losing opportunities that good branding could grab?